Google rolling out support for AMP landing page in AdWords search campaigns globally

In May, Google announced it was running a beta test with advertisers to test driving traffic from mobile search ads to AMP landing pages. On Thursday, the company said all advertisers will be able to point mobile search ads to AMP landing pages beginning in two weeks. The functionality is limited to landing pages from search text ads for now. The lighter-weight AMP landing pages typically load instantly, as opposed to the lag of even speedy responsive landing pages on mobile, as illustrated in the demo below. AMP landing pages are supported for all mobile clicks, though caching is only available for Chrome on Android. Google says it’s working on support for other mobile browsers in the coming weeks. For testing and validation purposes, advertisers with access to the new AdWords interface will be able to see the percentage of clicks that go to invalid AMP pages. They can then identify issues and ensure the landing pages comply with AMP guidelines. On Wednesday, the AMP team released some early results from several e-commerce companies around the world that have developed AMP landing pages. Wego.com, a travel marketplace serving the Middle East and Asia Pacific markets, reports seeing a 95 percent jump in partner conversion rates and a 31 percent drop in bounce rates from AMP landing pages. French organic retailer Greenweez saw an 80 percent increase in mobile conversion rate and 66 percent lower CPA on mobile from AMP traffic between January and March 2017. While there are still some limitations…